Industry: Financial Services
Company size: 1,001 - 5,000 employees
Headquarters: New York, NY, USA
Products Used :PR Newswire Distribution,
Multichannel News Release,
Satellite Media Tour
PR Newswire Partner Since: 2011
Summary
The Objective
As the world’s largest stock exchange by market capitalisation and a crucial marketplace for the buying and selling of publicly traded company shares, the New York Stock Exchange (NYSE) generates vast amounts of content to educate stakeholders on the landscape of the modern financial system. Its mission is to connect companies and investors and drive economic growth globally.
Recognising the increasing importance of engaging investors and relevant media, the NYSE accelerated its multimedia content strategy to ensure its market insights would be more accessible to its target audience.
Contending with the challenge of a fractured media environment, the NYSE sought a partner to amplify its compelling brand stories worldwide across previously untapped communications channels.
The Challenge
Creating a More Effective Press Release
The NYSE collaborated with PR Newswire to reiterate its reputation as the pre-eminent exchange with which public companies and investors could partner. The organisation had recently increased its investment in content creation and wanted to disseminate it globally to create a daily demand for its industry-leading market commentary.
The brand’s measurable goals included growing the number of outlets and additional channels where its experts appeared, diversifying its target audience and increasing engagement and media pickup of its content.
The Approach
A Multichannel Amplification™ Strategy
PR Newswire partnered with the NYSE to leverage a Multichannel Amplification™ approach that would ensure the reach and visibility the brand was looking to maximise to investors and public companies globally. With PR Newswire’s Multichannel Amplification™ tools, brands can leverage paid, shared, earned and owned media solutions to maximise the effectiveness of their comms campaigns.
NYSE’s Multichannel Amplification™ campaign included daily press release content advisories that alerted readers to new pre-market video updates. Additionally, daily multichannel news releases (MNRs)—custom-branded landing pages guaranteed to garner impressions—provided journalists access to a library of all multimedia materials produced for the campaign. The MNRs highlighted higher-profile occasions, such as bell-ringing and other NYSE partner events.
PR Newswire also collaborated with NYSE to craft the brand’s story for a satellite media tour, pitched it to the media and successfully secured 26 interviews. Michael Reinking, CFA and Senior Market Strategist for NYSE, who provides expert commentary on market activity, embarked on the tour, which consisted of 26 interviews with 1,754 syndicated airings on morning shows in local media markets throughout the U.S.
These tactics resulted in a surge of media coverage and audience engagement for one of the most iconic brands in the world.
200m
potential daily audience
for pre-market content
for pre-market content
1,762
TV airings
through syndication
through syndication
Key Results
Dramatic Increase in Press Brand Mentions and Content Viewership
With PR Newswire’s partnership, NYSE was able to successfully amplify the audience for its video content, reaching an average total potential audience of 200 million viewers for its pre-market daily advisory updates.
Additionally, through syndication of the satellite media tour, Michael Reinking’s 26 interviews scaled to 1,762 airings in local media markets nationwide.
Key Outcomes & Benefits
PR Newswire Helps Drive Measurable Campaign Impact
- Increased measurable engagement and reach of brand’s video content.
- Increased media coverage of content from NYSE personalities Kristen Scholer and Michael Reinking.
- Increased awareness of pre-market updates and reached new audiences with an effective Multichannel Amplification™ strategy.
About the Company
Founded in 1792
The New York Stock Exchange (NYSE) is the world’s largest securities exchange and the premier venue for capital raising. NYSE is a subsidiary of Intercontinental Exchange (ICE) (NYSE: ICE) and operates the world’s most liquid and iconic equity exchanges. The NYSE is where companies from all industries and sizes raise capital, drive innovation, and bring growth to the global economy. The NYSE offers a unique market model, combining cutting-edge technology with human judgment and oversight to provide unparalleled market quality and transparency. For more information, please visit nyse.com.
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